Exploring China’s Enduring Affection for Scotch Whisky

China significantly boosted western luxury brand growth, particularly scotch whisky, which saw exports rise. Yet, recent sales declines suggest maturing consumer preferences shift from volume to premium quality.

Key Points

• Over the past decade, China significantly boosted growth for western luxury brands, especially scotch whisky, with exports rising rapidly before a recent sales decline. Young consumers are now prioritizing premium offerings, showcasing market maturation.
• Exports of scotch to China surged from under £90 million to over £235 million between 2019 and 2023, despite recent sales drops. Factors like inflation and rising costs have impacted margins.
• This slowdown reflects a shift to more selective and knowledgeable consumers. While overall volumes have decreased, interest in premium aged single malts remains strong, with a younger demographic driving whisky consumption.

China has been a vital growth engine for Western luxury brands over the past decade, significantly impacting sectors such as fashion, watches, fine wines, and spirits, particularly Scotch whisky. This surge in demand was largely fueled by rising incomes and increased global exposure, with Scotch whisky exports to China escalating from under £90 million in 2019 to over £235 million in 2023. However, recent trends indicate a decline in sales for three consecutive years, attributed to inflation, rising operational costs, and trade tensions that have pressured profit margins.

The overall slowdown in sales can be interpreted as a sign of a maturing market. Chinese consumers are becoming increasingly discerning, shifting from a mindset of volume purchasing to a focus on value, driven by younger demographics who are more knowledgeable and demanding. These changes mark a transition from conspicuous consumption to a more thoughtful approach, reflecting a broader cultural shift within the Chinese luxury landscape. Following the COVID-19 pandemic, consumer confidence waned, leading to more cautious luxury spending—consumers are now buying fewer items but investing more wisely in premium products.

Despite the decline in volume, Scotch whisky is benefiting from a phenomenon called “premiumisation,” characterized by sustained interest in aged single malts, limited editions, and high-profile distilleries. In China, the profile of whisky consumers skews younger compared to Western markets, with urban, affluent, and well-educated individuals, predominantly from Generation Z, increasingly discerning in their choices.

Currently, China ranks as the ninth largest market for UK whisky exports, with the UK supplying 85.6% of the overall whisky imports by value, most of which is Scotch. For Chinese consumers, luxury is often associated with authenticity and heritage, making this perception especially influential in the premium spirits sector. The halving of tariffs on Scotch whisky from 10% to 5% may provide a much-needed boost to exports, further solidifying the intricate relationship between the Chinese market and Scotch whisky.

Read the original article : Heritage, desire and diplomacy: why China still values scotch whisky

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